Site search will play a key role in the recently launched Marketplace section developed by Scripps Networks Interactive, publishers of HGTV.com, FoodNetwork.com, DIYNetwork.com and related sites.
Marketplace is an extension of the HGTV Networks “I Want That!” series which features unique products for the home improvement and lifestyle markets, says Vikki Neil, vice president of interactive sales. Users searching an HGTV site for information on a topic-for example, kitchen or bathroom redesign-will get not only lists of editorial results but also of related products, she says.
“This is a way to cross-pollinate, to make it very specific to the user,” Neil says.
HGTV users typically look for niche-specific items in the home-decorating space, for example, a jeweled sink or a unique ice cream scoop, according to Neil. “Our product mix is a little different,” she says. “We’re trying to fulfill that need and give them some unique products that they might not find on a regular retail site.” The product database also will include generic, everyday items.
Consumers clicking on an ad are taken to the advertising retailer’s site to make the purchase.
Marketplace will be promoted initially on the “I Want That!” series but will eventually be featured on other HGTV series and newsletters. In addition, Marketplace can be accessed at HGTV.com by clicking on the products tab. There also will be links on the individual HGTV specialty sites.
Advertisers can pay either a flat fee or on a cost-per-click basis to have their products listed in Marketplace. The flat fee can be as low as $2,500 for six months.
The number of products listed on Marketplace has grown from 3,000 at the time of its soft launch in June to 24,000. It gets abut 350,000 unique visitors and 3.5 million page views per month, Neil says.